Launch announcement

Amazon DSP launches contextual keyword targeting GA in US, UK, CA, AU.

November 15, 2024

What launched?

Contextual keyword targeting enables advertisers to connect with audiences by targeting content based on relevant freeform keywords or phrases - without relying on identifiers. Powered by our latest AI models, Amazon DSP places ads on Amazon properties and third-party sites, ensuring ads appear on pages containing or closely related to targeted keywords.

This product is now available in the US, UK, CA, AU to Amazon DSP self-service and managed-service advertisers and is supported on standard display and Amazon mobile display line items.

contextual widget

In the contextual widget, add keywords and/or key phrases by selecting from recommendations (search) and/or by entering your own.

Targeted keywords

Targeted keywords are confirmed in the contextual summary in the line items page.

Why is it important?

Contextual keyword targeting overcomes the limitations of category or product retail-based approaches by offering advertisers the flexibility to target freeform keywords, enabling increased reach and performance. Up until now, the existing contextual targeting options available on Amazon DSP restricted advertisers to predefined Amazon retail Categories (Browse Nodes) or Products (ASINs), so advertisers could target ‘picnic baskets’ but not an event like ‘4th of July’ or ‘summer.’ The flexibility of contextual keyword targeting is a universal fit for all of our customers, enabling advertisers increased opportunities to achieve their goals on Amazon DSP.

Where is the feature available?

  • North America: United States, Canada
  • Europe: United Kingdom
  • Asia Pacific: Australia

Who can use it?

  • Managed service
  • Self-service

Where do I access it?

API specific

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